If ever there was a vertical sector that preferred to resist change, it is the selling of wine. The finer the wine, or older the company seemingly the greater the reticence. Hundreds of years of tradition and culture prescribed a system of selling and marketing wines that has been long established, and rarely bettered. If it was good enough for our forebears, who are we to question it? Attempted changes over the years have typically resulted in failure and often cataclysmic ones at that, so why rock the boat.
As is obvious though, the internet wasn’t around until the mid-90s, and the change in consumer buying habits has drastically changed in just the past couple of decades, and was never anticipated. The smarter among us are off their marks quickest and are reaping the rewards as a consequence. They appreciate that consumers are not burdened by our historic tradition, but are instead spoiled by modern experiences they enjoy from other verticals instead. They expect you to come to them. Irritating as that is, you may feel that your investment in stock and store should be enough to win their appreciation, yet you will be amazed at the additional volume of revenue selling direct generates. If you wish to cultivate lasting relationships with the consumers today, you need to go the extra mile and succumb to their whims and dictates, learning how they wish to be courted in return for their custom and loyalty to you.
While more and more retailers and vineyards become switched on to this technological future, we realise where each of us enters this environment is different. To this end, it is our goal here at SwiftERM, to help by offering news, information and means for you to maximise your return from ecommerce, and selling DTC. We go further than this and try and help you get ahead of the curve, offering a selection of articles and details specifically for the wine industry, from which to benefit.